Usually, your customer has arrived from an email or another web page with a Call to Action to your Landing page, and once they've completed the goal they'll get a thank you page. You're looking to get a 20% Landing Page conversion rate as your goal.
Getting your landing page right is the difference between a bounce and a sale. If you are collecting information to provide more details or converting the customer to a sale then it's important to make sure your page has the following best practice elements.
- Your headline should tell them what they are going to get and how they are going to get it.
- Visual elements are easier and quicker to digest that copy. Feature a relevant image, animation or short video.
- Add social sharing icons to boost your offer to their network.
- The information you gather should equal the value of the offer. What you collect in your form should be similar in value ie a free ebook will be just an email address but a package of business advice will be a name, contact details, and details about the business.
- The offer should be clear and have easy to scan benefits. In 1-3 sentences, explain what the offer is. Use bullets and numbering to give details on the offer benefits. Use icons or imagery to focus on what's important.
- The Landing Page should stand alone from your website with no other menu and links. You want customers to do just one thing so get rid of any distractions that could allow them to do anything else.
Measuring your conversion rate is super important. Make sure you have the right tracking from your email or other web pages into the landing page.
And if you know you've got a lot of traffic its a good time to try some landing page testing. Try having all the details the same on 2 pages but working the benefits differently - you could try short or long copy depending on your product/service. Or an image vs a video. Or even auto-playing a video vs the customer having to play it. Use the learnings for your next campaign.